The two new spots were created by BBDO New York and BBDO Atlanta, and are a continuation of an effort it introduced last year for AT&T Laptop Connect.
â€śLaptop Connect overall is becoming more important to AT&T,â€ť said Doug Walker, exec VP-managing director of BBDO Atlanta. â€śGrowth in the category is really exploding, and weâ€™d like to capture a larger share of that growth.â€ť
The campaign targets mobile professionals who travel frequently and need to access business information such as presentations, documents and e-mail on the go.
The TV spots feature veteran news anchor and producer Bill Kurtis reporting from unusual locations.
In one spot, called â€śAmelia,â€ť Kurtis is on a beach, where he has located missing pilot Amelia Earhartâ€™s plane. â€śWeâ€™ve come to this island, and youâ€™ll never believe what weâ€™ve found,â€ť Kurtis says, as he stands in front of a plane named â€śAmelia.â€ť â€śThe Internetâ€”seems it canâ€™t hide here either.â€ť
He plugs an AT&T Laptop Connect Card into his notebook computer and shows how mobile workers can e-mail proposals, access customer database information and retrieve other business information at mobile broadband speeds.
In another spot, called â€śFountain,â€ť Kurtis has found the legendary fountain of youth, as people of all ages frolic in its waters.
Standing before a roaring waterfall, he inserts the AT&T Laptop Connect Card into his notebook and demonstrates how mobile professionals can download presentations and track company inventory on the go. â€śIâ€™m Bill Kurtis, and Iâ€™ve just found â€¦ the Internet,â€ť he says.
â€śItâ€™s really a tongue-in-cheek look at how Bill Kurtis, a noted newsman, thinks he has found a terrific story,â€ť Walker said. â€śThe idea of finding these highly unusual locationsâ€”Amelia Earhartâ€™s plane and the fountain of youthâ€”was a way to go over the top and personify just how superior the coverage is that AT&T offers.â€ť
The campaign also includes print and online ads, which began running earlier this year. The budget is undisclosed.